Red Bull reaches its target audience at strategic locations and avenues. Red Bull propagates brand awareness via: Event sponsorship Building Brand Awareness in the Target Market.īrand awareness refers to the degree of familiarity a brand's target audience has with its product, name, or service. However, all in all, Red Bull's primary target audience are consumers with a large appetite for high-risk events. The age range for this focused demographic is 18-34 years. Red Bull focuses on adrenaline enthusiasts – particularly college students and bee-busy employees. The caffeine powerhouse delivers this via extreme sports sponsorship, influencer marketing, and publicity from the press. This propagates a high-energy philosophy. "Red Bull gives you wings," the company’s brand message is at the core of its marketing strategy.
Red Bull Marketing: Going the Unconventional Route Red Bull has since gone past this, expanding brand awareness via a full-fledged marketing strategy. For instance, the company had its first cartoon commercial in 1992. There was no social media, engaging customers was definitely a challengeĭespite these obstacles, Red Bull powered through and deployed traditional marketing methods. However, it wasn’t so easy in its early days. Now, anyone with an internet connection can catch the next Red Bull-sponsored event virtually.
And the world continues to get more awe-inspiring moments via the Red Bull marketing strategy. This has brought in millions of loyal fans. Since then the energy drink powerhouse has promoted several events and commercials, which have been received with ground-breaking publicity. This fell in line with the brand's first product launch in Austria. This invention created a whole new product category–energy drinks. Red Bull, the brainchild of Dietrich Mateschitz, came to life in 1987.
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